Rebuilt the brand’s Pinterest presence from the ground up, transforming an underutilized channel into a cohesive, performance-driven platform. The work focused on redefining visual direction, developing scalable content systems, and aligning strategy with how users actually discover and engage on Pinterest, resulting in a more consistent brand voice, stronger discoverability, and sustained audience growth.
wayfair x pinterest: content system
Art Direction
Strategy
Systemizing
Design
Motion
the goal
to move beyond the platform’s inherently fragmented aesthetic and create a more intentional, recognizable visual language that could scale across content types. By developing a storytelling playbook, the project establishes clear guidelines for tone, composition, and narrative flow, ensuring each post not only aligns visually with the brand, but also communicates with purpose.
before
after
the strategy
this project focused on redefining how brand storytelling can live within the Pinterest ecosystem by introducing a cohesive, system-driven approach to content creation. In close collaboration with Pinterest, I leveraged their platform expertise and best practices to ensure the work was not only visually compelling, but optimized for performance, discovery, and engagement. The goal was to move away from one-off, inconsistent posts and instead establish a tightly branded, scalable framework tailored to how users actually interact with content on the platform.
at the core of the strategy was the development of a storytelling playbook—defining narrative structures, visual principles, and content patterns that could flex across campaigns while maintaining a consistent voice. This evolved into a modular design system, where components could be easily recombined to produce high-quality content efficiently and at scale. The result is a streamlined workflow that empowers teams to create faster, stay on-brand, and fully capitalize on Pinterest as a strategic marketing channel.
what began as a focused effort to restrategize Pinterest content quickly revealed a larger opportunity. By uncovering deeper audience behaviors and content gaps, the project evolved into a comprehensive social strategy—extending beyond Pinterest into a cohesive, cross-platform narrative. The result was a unified approach to content that connected across channels and scaled seamlessly across formats.
the execution
to achieve a scalable system that felt repeatable month over month, season over season, I broke the content into buckets that aligned with the content being leveraged across the brand in the same time period along with some social-specific topics. Each bucket received its own set of treatments and parameters to produce content at an accelerated rate while I operated with a very tight team.
all content is given the standardized purple Wayfair banner as a universal marker to quickly allow for brand recognition. Along with the brand logo, brand-owned fonts, colors, and treatments were also leveraged to achievable a branded feel.
TREND BASED
through acute attention to the rapidly changing landscape of social media and home trends, I personally gathered trending content to ensure the brand maintained an air of home authority and stayed topical.
IMAGE LIBRARY
grounded in platform-specific behavior, I developed a purely image-based content system, leveraging thousands of brand and user-generated visuals, carefully formatted to drive scale, consistency, and sustained engagement.
STORY TELLING
through close attention to Pinterest’s fast-moving, discovery-driven behavior, I developed a series of quick-hit storytelling moments, translating the brand’s perspective into timely, visually-led content that felt both relevant and inspiring.
PRODUCT FOCUSED
centered on individual products, I developed a series of visually expressive, graphic-led assets, using playful composition and design to translate the brand voice into engaging, platform-native content.
the results
the impact of this work was both immediate and sustained, demonstrating the value of a system-driven approach to content on Pinterest. Within the first year, the program drove over 104 million paid and earned clicks to Wayfair, significantly increasing visibility and traffic at scale. Beyond engagement, the system translated directly into business performance, generating over $1 million in GRS and proving the effectiveness of aligning creative with platform-native behavior.
Just six months after launch, Wayfair rose to become the #2 home retailer on Pinterest, a reflection of both the strength of the content system and its ability to consistently deliver high-performing, on-brand storytelling. By combining strategic design, modular execution, and close alignment with platform best practices, the project not only improved efficiency—it established Pinterest as a high-impact, revenue-driving channel for the business.
credit to Kaitlynn Miller
my partner in copy, voice, and strategy